Valet or Voyeur? - Blog

Use all the data you know about me in the right way and brands can deliver a Valet experience – personalize the website, tailor the offers, link the call to the contact centre with the web page I am viewing, remind me of a key event.

Get this wrong by sending me an abandoned basket email just because I have left items in the shopping cart as I have had to answer the phone, continually promote travel insurance on the holiday I have just purchased rather than information on the destination I am visiting, call me up 5 days in a row to cross-sell another case of wine based on the one off purchase I made and you deliver – a Voyeur experience.

There is a fine line between delivering a Valet or Voyeur experience – it is part science; using analytics to understand your customers and then being able to execute multi-channel campaigns combining real-time, near real-time and offline engagement points and part art; knowledge of your market, your competitors, of the different journeys your customers will be on, where they are on that journey etc.

With corporate cyber-attacks and hacking now becoming as regular as receiving a blue pill email in your spam folder then the final consideration to take into account when walking the Valet / Voyeur tightrope….is privacy.

Let me pose 5 questions you should consider before you map out your next customer journey:

In a world where we are constantly being attracted to the next shiny bit of marketing technology or engagement channel – just remember to ask yourself how would you would like to be treated and does the data or tech support that outcome?